As someone who’s done a few U&A segmentations - it’s likely that the consumer base they’re describing has an over index of Hispanic people relative to the overall market. 10% base, 20% segment kind of thing. So there’s a slightly higher representation within the core segment even if the overall description remains dominantly caucasian.
Having inherited some McKinsey and BCG segments, this is how they think. Even if it’s an outdated approach to segmentation.
As someone who’s done a few U&A segmentations - it’s likely that the consumer base they’re describing has an over index of Hispanic people relative to the overall market. 10% base, 20% segment kind of thing. So there’s a slightly higher representation within the core segment even if the overall description remains dominantly caucasian.
Having inherited some McKinsey and BCG segments, this is how they think. Even if it’s an outdated approach to segmentation.
Yes, my job is soul sucking - how did you know?